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Katie Coombs

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First, let's start by defining what a lead is. A lead is a person who has indicated interest in your company’s products or services in some way. When a lead hears from your business, they’ve already opened a line of communication and are aware of what you do.

For example, let’s say you filled out a survey about vacation preferences for your family. You then receive an email from the company that hosted the survey, containing various vacation packages that might suit your family’s needs. It would feel far more relevant and far less intrusive than a cold-call from a travel agent, out of the blue, with no knowledge that you were even researching vacations.

I was reading an eBook the other day and one statistic really floored me. According to HubSpot, 50% of leads are qualified but not currently ready to buy. Although this may sound discouraging, I assure you that with some due diligence and a good strategy, an effective lead nurturing campaign will position you right where you need to be.

The most successful marketers have their content creation strategy down to a science: plan, create, promote, measure, rinse and repeat. This is how the best content marketing gets done. Each step is dependent upon the previous one, to achieve success.

Why then, do so many content creators disregard their analytics when measurement and analysis are so crucial to ongoing improvement?

You don’t see a value in blogging for business. I get it. There are a TON of people out there who just don’t see a point to it all. To you, your website is more like a business card. It’s a static entity that doesn’t change often – if ever. You’ve got your keyword strategy mostly buttoned up and you “think” you’re good to go. People will find you, they’ll love what they see and POOF – you’ll attract tons of online leads and new clients.